Green Chef's Earth Month Menu: A Case Study

This April, Green Chef, the first California Certified Organic Farmers (CCOF) certified organic meal kit company, is featuring an Earth Month menu inspired by CIWF's values. Green Chef is part of HelloFresh Group, which delivers more than one billion meals annually to households in 18 countries.

CIWF has worked with HelloFresh Group since 2018, when they committed to the Better Chicken Commitment, a set of science-based standards for higher chicken welfare covering breed, stocking density, environmental enrichments, lighting, and stunning methods.

The collaboration breaks down into three components:

Plant-forward meals. The menu emphasizes plant-based recipes that reduce reliance on animal proteins. It makes plant-based eating accessible and delicious for people who might not immediately choose a plant-based option.

HelloFresh Group has fundamentally transformed its approach to plant-based offerings. In 2024, CIWF conducted a case study around HelloFresh’s menu planning. When HelloFresh launched in the U.S., they offered 10 recipe choices with one vegetarian meal; today, more than 20% of HelloFresh's 40 weekly menu options are plant-forward or plant-based. Traditional "Meat & Veggie" box subscribers now select vegan recipes 2.14% of the time, representing over 10,000 plant-based meals served every week to people who don't identify as plant-based.

Sustainably sourced fish products. Green Chef partners with the Monterey Bay Aquarium's Seafood Watch program, committing to more sustainably sourced fish. Their Earth Month menu features Seafood Watch-recommended options chosen for their lower environmental and welfare impact.
Educational materials in every box. This April, Green Chef is including information about the work of Compassion in World Farming in thousands of meal kits delivered to U.S. households and will have the opportunity to learn why these choices matter.